Archive · 24 Aug 2026
TV-Digital Advertising Mix Boosts FMCG Purchase Behaviour
A report studied how television and digital ads affect the things people buy for their homes.
It found that using both types of advertising usually worked better than using only one.
Very few households saw ads only on digital platforms.
Most people were reached through television, either by itself or together with digital ads.
For many brands, a balanced mix of TV and digital worked best.
The best amount of advertising was not exactly the same for every brand.
One shampoo brand performed better when people saw 30-second ads instead of 20-second ads.
That shampoo brand also benefited when its ads appeared during prime time.
Combining TV and digital advertising was more effective than using either channel alone for the FMCG brands studied.
Digital-only exposure reached just 0.6% to 4.1% of households across soap, dishwash and detergent brands.
TV alone or combined with digital generated the vast majority of advertising reach.
TV and digital together outperformed TV alone for nearly 75% of the brands analysed.
Balanced exposure across both channels had a stronger impact for 80% of brands, while longer ads and prime-time placement also improved results.
- Who
- Worldpanel by Numerator analysed advertising exposure and household purchase behaviour for FMCG brands; Manoj Menon commented on the findings.
- What
- The analysis found that combining TV and digital advertising generally influenced FMCG purchase behaviour more effectively than relying on one channel.
- When
- The report was published on August 24, 2026.
- Where
- The article identifies the analysis as covering South Asia through Worldpanel by Numerator, but does not specify a research location.
- Why
- The study examined which combinations of advertising channels, formats and timings most effectively influence household purchases.
- Researcher
- Worldpanel by Numerator
- Categories studied
- Soap, dishwash and detergent brands, with an example involving shampoo
- Digital-only household exposure
- 0.6% to 4.1% across the brands and categories analysed
- Combined-channel performance
- TV and digital outperformed TV alone for nearly 75% of brands studied
- Balanced exposure
- A more balanced TV-digital mix had a stronger impact for 80% of brands
- Creative format example
- A shampoo brand showed stronger penetration with predominantly 30-second ads than 20-second ads
- Timing example
- The same shampoo brand showed stronger penetration during prime time than non-prime time